Seeks to broaden reach, connect with adults who lead fit, active lifestyles

LAS VEGAS -- Xyience, maker of Xenergy, has announced the launch of the first advertising campaign to support its new "Power to Win" brand positioning.

The multi-market, multi-medium regional campaign is designed to broaden brand reach, appeal and awareness among male and female adults age 18 to 34 who lead fit and active lifestyles. Ads will begin running in May 2014 throughout the United States and Canada, and will also include Spanish language media.

"A solid one-third of our customers are [Ultimate Fighting Championship] fight fans, demonstrating the successful foundation we've build for our brand in MMA (mixed martial arts) as the official energy drink of the UFC and with our team of professional UFC athletes," said John Lennon, Xyience's president. "Using our affiliation with UFC as a platform, this advertising campaign is designed as a natural evolution of the Xenergy brand to establish new connections with consumers who share our brand's passion for and commitment to living a fit and active lifestyle."

Sugarfree, zero-calorie Xyience Xenergy was developed by a sports nutrition company. The campaign focuses on finding the "power to win," which is the brand's new tagline, as "you tackle your daily hurdles, whether you're a firefighter, pilot, rancher, member of the military, average hard-working American, fitness enthusiast or multitasking mom." The main copy lines include "Some of us can't afford an off day: this is our energy drink," and "Victory takes many forms. This one comes in a can."

The campaign was developed in partnership with Las Vegas-based advertising and creative agency BRAINtrust Marketing; produced by Atomic Television and Paul Remo, the technical director of many UFC broadcasts; and directed by six-time Emmy winner Nick Vilanni. Shot in digital cinema with a Red 4K camera, the spots were filmed on location in Southern Nevada using local actors and athletes, including Team Xyience's UFC fighters Ronda Rousey, Dan Hardy and Mark Muñoz, as well as Team Xyience fitness model Amanda Corey.

"The 'Power to Win' campaign blends powerful visual elements, a compelling audio track with both relatable hard-working professions and fitness scenarios, which connect that imagery with the Xyience brand," said Michael Coldwell, managing partner of BRAINtrust Marketing. "The campaign associates the aspirational desire for us to 'win' with the brand benefits of Xyience as a great tasting energy drink that is sugar free with zero calories that provides all the energy needed to succeed in today's high-pressure world."

The Xyience ad campaign includes a mix of television, print, online and point-of-purchase (POP) content. It also includes traditional, terrestrial and online radio and TV ad buys such as Pandora and Hulu, as well as out-of home ads to be found on billboards and signage posted at high-traffic gas station and convenience store chain outlets.

Additionally, the campaign will use rich media online units to deploy interactive ads that allow consumers to play games or "pick your flavor" to change your ad experience. The campaign will air in several core markets for Xyience Xenergy.

According to Lennon, "Upon completion of a successful regional test, it is our intention to expand nationally. We may also branch out to include creative synergies with our Xyience sports nutrition supplement communication wherever possible."

Based in Las Vegas, Xyience's sports nutrition products, which include Advanced Protein Complex, Pre-Workout Booster and Thermogenic Fat Burner, among others are designed to support an active and healthy lifestyle. The brand's flagship product is Xenergy (pronounced zen-er-gy), launched in 2006, is the official energy drink of the UFC.